'There is no groundbreaking news of a major pharmaceutical company leading a charge to be present at, promote or host a hackathon in any way. No one loudly promoting more patient engagement. There are no new faces at the table, but the same heroes pushing against a tired agenda and caught in a loop of off-label and adverse event conversations, debating ownership, legalese, and phantom compliance pitfall scenarios.
So, pharma where art thou? Who will lead your revolution? Your brand managers? Your CEOs? Who will step up. Even your agencies and thought leaders are failing you, becoming insular bobble heads delivering not on what you need but on what you ask. We must break from the norm, break out of our self-imposed silos and look outside of our expertise and our industry for the groundbreaking ideas that will lead us beyond a self-limiting focus on the current platforms and fear of regulations we can work within to optimize results.
It can be done, because it has been done. The time for revolution is here. who will join me in taking the first step to leading the charge?'
The study assembles considerable evidence about the hidden business model of major pharmaceutical companies: to devote most of their research budget to developing hundreds of drugs that provide few if any advantages ...
Today's guest post comes from James Ellis, Digital Strategist at closerlook, inc. He blogs at digital-pharma.tumblr.com and pretty much lives on Twitter (@digital_pharma) if you'd like to reach out. If you're reading this post, ...
A recent report from the consulting firm Cutting Edge Information makes the case that pharmaceutical marketers have significantly upped their investment in digital media. This transition is under way despite the lack of ...
e-patient : meaning (also known as Internet patient, or Internet-savvy patient) is a health consumer who uses the Internet to gather information about a medical condition of particular interest to them, and who uses electronic communication tools ...
There are three essential approaches to consider when developing a YouTube channel in the OTC pharma industry. ... These sites exist as an extensive of the TV or print campaigns and integrate with other digital media.
Social media, although a relatively recent phenomenon, is becoming an increasingly important part of any business’s marketing and client base development platform.
The perception of social media marketing has shifted quickly—no longer viewed as a trendy or passing fad, having a flexible and well-managed presence in each of the “big three” (Facebook, Twitter, and Google+) has become a must for any business seeking to secure a place in both the traditional and digital marketplace. What could once be accomplished by a traditional website now needs to be supplemented by a robust and responsive utilization of the tools social media offers. Navigating this strange, new world can be quite confusing at first, so here are some tips for those looking to bring their business up to speed.
Social Media Quick Facts Here are some quick facts about the role social media is currently playing in the business world, courtesy of the 2012 Social Media Marketing Industry Report:
94% of all businesses with a marketing department used social media as part of their marketing platform Almost 60% of marketers are devoting the equivalent of a full work day to social media marketing development and maintenance 43% of people aged 20-29 spend more than 10 hours a week on social media sites 85% of all businesses that have a dedicated social media platform as part of their marketing strategy reported an increase in their market exposure 58% of businesses that have used social media marketing for over 3 years reported an increase in sales over that period
The “Big Three” There are three primary social media outlets that businesses use. Here is a basic overview of each outlet:
Facebook: Facebook’s modest beginning, as a simple networking tool for college students (mainly designed to allow students to let their friends know where the parties were, and to look at the pictures from those parties afterward), belies its current status as a variable and integrated tool for business marketing. The primary method that businesses use to exploit Facebook’s marketing possibilities is by creating a “page” for their business (akin to having a website “on” Facebook itself—think of it as having an interactive yellow pages listing), which Facebook users can follow. Businesses can then use their page to market their products, offer deals, and build their brand.
Twitter: Like Facebook, Twitter began as a social networking tool—a way for friends to keep in touch—but has blossomed into a full-scale business marketing tool. Twitter uses 140 character “tweets” (short messages) that appear in the homepage of all users who “follow” the account. Businesses can use these to release news, market their products, and direct attention to special offers and new content. Hashtags (a word or phrase preceded by a pound sign) can also be searched for on twitter, meaning that followers or users looking for info on that topic can be directed to your account by simply attaching a hashtag to particular concepts or ideas in your business’s tweets.
Google+: Google+ is a relative newcomer but is quickly becoming an important tool for businesses looking to increase their presence in the world of social media marketing. Google+ has features that enable businesses to utilize its model in the ways Twitter and Facebook are used (product marketing, news release, the building of a “follower” base, etc.), but also has several facets these others do not. Google+’s “Promote” option allows you to customize your promotional content by creating different groupings of followers that you can then market differently to, and their “Measure” feature gives businesses an interactive measurement of how their Google+ page is being used. Google+ also offers a tutorial for businesses which gives advice on how best to use its features.
Know Your Business One of the keys to a successful social media marketing platform is knowing your own business. A large corporation is going to have needs and attributes which require a very different approach to social media marketing than a small, local business will need to be successful. Play to your strengths—if you’re a larger company, focus on using social media to connect with a larger audience in order to get national exposure for your brand and products. If you’re a small, local business, use social media to build a dedicated, loyal customer base by offering the personal touch that only a local business can provide. If your business has a product or service that is primarily used or purchased by other businesses, use social media to network with other businesses in order to increase your visibility in the commercial marketplace. If your business offers a product or service which is primarily used or purchased by individual consumers, aim to use social media as a way to develop a pool of customers who see your brand as quality, hip, and available. No matter the size or nature of your business, a knowledge of your company’s strengths, target market, and product or service niche is an essential part of any successful social media marketing platform.
Consider Creating a Social Media Marketing Position Lastly, if it is within your company’s financial position to do so, consider creating a position specially designed to create, develop, and maintain your company’s social media marketing presence. More and more colleges are offering degrees specifically tailored to social media marketing, and graduates of these programs are trained and ready to help utilize the powerful marketing tools social media offers to increase the exposure of your brand and the sales of your products. If your company is not able to afford a dedicated in house position for social media management, be sure to hire a third-party service provider that specializes in social media marketing. It is much easier and effective to hire a trained expert in this field instead of attempting to figure it out on your own or task one of your other employees—whose training and expertise are better used elsewhere—to try to manage your social media marketing.
Are you using this year's most important trends to your company's advantage? Here are some crucial tips.
Every year a few trends and technologies become so important that they determine the success of campaigns, and even companies. But we need to do more than identify the trends; we need the skill, foresight, and creativity to take advantage of them. Networked Insights CEO Dan Neely tells iMedia's Bethany Simpson about the three current trends we need to be aware of and shares tips for using them to connect more effectively with our customers.
0:00 -- The technologies that will peak this year 0:25 -- The importance of mobile 0:40 -- Mass innovation in content 1:00 -- What should this innovation look like? 1:38 -- Flipping the traditional media spend on its head 2:02 -- Advice to make this work 2:55 -- Do companies need to switch to an agile model? 3:22 -- What else is going to make or break your company?
Chances are on any given workday, marketers take advantage of a social feature, channel, tactic, or strategy that didn’t exist 12 months ago. An accelerated rate of change has always been a hallmark of social marketing, and with this in mind, eMarketer published a study in this area, Top Digital Trends for 2012. I was particularly struck by three key ideas...
There is a military technique described by the acronym LTD which you should know about. It stands for Laser Targeting Designators and it is basically a laser light source which is used to designate a target.
Mobile medicine for a failing pharmaBusiness SpectatorIndeed, Healthcare market research and advisory firm Manhattan Research has explored how physicians use digital media and devices for professional purposes and in their interactions with drug...
What's Your Digital iQ. Putting technology and trends to work for healthcare marketing. tdurbin. Tyler Durbin, Marketing Manager | August 31st, 2012. Shareworthy: Oncologist restrict sales reps, fastest growing digital health companies, and ...
Originally posted on the Harvard Business ReviewWhile the globe grapples with uncertain economic realities, "mobile" appears to be gold. Facebook is expected to announce their uniquely targeted mobile advertising model before the end of the month.
Robin Good: If you still think that there's no better way to promote your product and services other than via banner ads and traditional "broadcast"-type marketing approaches, think again. Data and research studies now confirm what many have been saying for a long time.
Traditionally advertising, PR and marketing as you know them, are working less and less.
From the original article on HBR: "Traditional marketing — including advertising, public relations, branding and corporate communications — is dead.
Many people in traditional marketing roles and organizations may not realize they're operating within a dead paradigm. But they are. The evidence is clear.
First, buyers are no longer paying much attention. Several studies have confirmed that in the "buyer's decision journey," traditional marketing communications just aren't relevant."
But if it is true that traditional marketing is dead, what will replace it?
"There's a lot of speculation about what will replace this broken model — a sense that we're only getting a few glimpses of the future of marketing on the margins.
Actually, we already know in great detail what the new model of marketing will look like. It's already in place in a number of organizations."
The solution pivots around four key points:
1. Restore community marketing.
2. Find your customer influencers.
3. Help them build social capital.
4. Get your customer advocates involved in the solution you provide.
And you can read more what are the key characterizing trait of this new model by reading the full article.
There is internal and external SEO. Internal makes up about 15% of the process and it means to design your site so it follows the best practices proven to rank high on Google. External SEO used to mean to write articles, press releases, blogs, comments, and content with embedded keyword “backlinks” to your site. Now it is changing fast to include social media strategies.
By personalizing and customizing their promotions in the digital channel, pharma companies expect they can connect with the specific audiences they are seeking to reach. [Source: To Market Niche Drugs, US Pharma Goes ...
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.